Vitamins & Supplements,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about vitamins & supplements — and record exactly which brands they put forward. Right now, Boots owns the conversation.
0 AI answers this run · 0 brands named · measured, never estimated
Boots is the default answer.
Named in 10% of vitamins & supplements answers, typically in position 2.3. Bulk follows at 7%, Superdrug at 7%.
Every brand AI names, ranked.
Visibility is the share of answers naming the brand; citation share is its slice of all brand-owned pages cited; read→cited is how often its pages convert a read into a citation.
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Boots | 10% | 2.3 | 19% | 25% |
| 2 | Bulk | 7% | 2.0 | 0% | — |
| 3 | Superdrug | 7% | 2.3 | 4% | 25% |
| 4 | Holland & Barrett | 7% | 3.0 | 0% | — |
| 5 | Dr.Vegan | 3% | 2.0 | 4% | 100% |
| 6 | Ethical Nutrition | 3% | 2.0 | 12% | 100% |
| 7 | Healthspan | 3% | 2.5 | 12% | — |
| 8 | Tesco | 3% | 2.5 | 0% | 0% |
| 9 | Vitabiotics | 3% | 3.0 | 0% | — |
| 10 | Centrum | 2% | 1.0 | 0% | — |
| 11 | Doctor's Best | 2% | 1.0 | 0% | — |
| 12 | Optimum Nutrition | 2% | 1.0 | 0% | — |
| 13 | Science in Sport | 2% | 1.0 | 4% | 0% |
| 14 | Lamberts | 2% | 2.0 | 0% | — |
| 15 | Premier Protein | 2% | 2.0 | 0% | — |
The referees of vitamins & supplements.
The independent sources AI models cite when answering vitamins & supplements questions — the places a brand needs to be seen, reviewed and ranked.
Boots converts reads into citations. Tesco doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? Boots converts 25% of reads; Tesco just 0%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Boots | 10% | 2.3 | 19% | 25% |
| 2 | Bulk | 7% | 2.0 | 0% | — |
| 3 | Superdrug | 7% | 2.3 | 4% | 25% |
| 4 | Holland & Barrett | 7% | 3.0 | 0% | — |
| 5 | Dr.Vegan | 3% | 2.0 | 4% | 100% |
| 6 | Ethical Nutrition | 3% | 2.0 | 12% | 100% |
| 7 | Healthspan | 3% | 2.5 | 12% | — |
| 8 | Tesco | 3% | 2.5 | 0% | 0% |
| 9 | Vitabiotics | 3% | 3.0 | 0% | — |
| 10 | Centrum | 2% | 1.0 | 0% | — |
| 11 | Doctor's Best | 2% | 1.0 | 0% | — |
| 12 | Optimum Nutrition | 2% | 1.0 | 0% | — |
| 13 | Science in Sport | 2% | 1.0 | 4% | 0% |
| 14 | Lamberts | 2% | 2.0 | 0% | — |
| 15 | Premier Protein | 2% | 2.0 | 0% | — |
The models do not agree on who leads.
Ask about vitamins & supplements and the brand you are shown depends on the assistant: Claude → Viridian Nutrition, Gemini → Boots, ChatGPT → Boots. Their top-five lists share just 0% of names.
Brands whose visibility swings most between models — the bar per model, widest gap on the right.
The data behind this chart
| Brand | Claude | Gemini | ChatGPT | Spread |
|---|---|---|---|---|
| Bulk | 5% | 15% | 0% | 15pp |
| Holland & Barrett | 0% | 15% | 5% | 15pp |
| Boots | 5% | 15% | 10% | 10pp |
| Healthspan | 0% | 10% | 0% | 10pp |
| Viridian Nutrition | 5% | 0% | 0% | 5pp |
| Vegan Vitality | 5% | 0% | 0% | 5pp |
| Lamberts | 5% | 0% | 0% | 5pp |
| Doctor's Best | 5% | 0% | 0% | 5pp |
| Sports Research | 5% | 0% | 0% | 5pp |
| Premier Protein | 5% | 0% | 0% | 5pp |
Nineteen more categories.
Method: 20 unbranded consumer prompts per category, spread across the buying journey, run weekly against ChatGPT, Claude and Gemini. Read→cited uses Claude and ChatGPT only (Gemini does not separate the two). Correlational observations of model behaviour at the time of the run. Data from the run completed Mon, 31 Aug 2026 10:11:38 GMT.